Ad-Tech is the global marketplace where brands, agencies, media publishers, tech solution providers and investors come together to share ideas about the latest products and services shaping the advertising/communications industry.
With over 30 educational sessions, almost 200 technology solution providers, a tech startup competition and plenty of opportunity for networking, Lehigh Mining & Navigation was excited to be in the middle of it all last week in New York City.
Here are few things we thought you might find interesting from the tradeshow floor:
VISUAL STORYTELLING IS BECOMING EVEN MORE INTERACTIVE
We all know visual content is by far the most effective way of communication on the internet today. Now, thanks to some cool, new tools designed to empower individuals and brands to tell visual stories in captivating new ways, it’s never been easier to make video more interactive.
Check out some of the coolest new technology in this space:
- Tagazu is the easiest and fastest way to make video interactive. They’re aiming to change the way we interact with video through their revolutionary tagging platform. It’s not only a way to satisfy intellectual curiosity, but also a new way of linking content creators, companies, brands, and individuals.
- Flixel provides magical tools for visual storytelling; giving you the fastest and easiest way to create captivating cinemagraphs. Done well, the magic of cinemagraphs and micro-videos bring products and services to life in ways that consumers love. Don’t take our word for it. Apple honored them in 2014 with an Apple Design Award and Best in 2014 App Store.
- AdsOptimal lets you bring virtual brand experiences to life – delivering and tracking virtual reality experiences across platforms ranging from mobile web or app to desktop/tablet to VR/3D devices. This takes rich media to the next level!
CREATIVE COLLABORATION IN THE CLOUD
It’s been reported that by the year 2020, more than 40% of the American workforce will be freelancers, contractors and temp workers. If Ad-Tech is any indication, the age of the virtual creative department is upon us. Sure, access to talent from across the globe 24/7, increased productivity and lower overhead costs all sound really attractive, but do they really produce the best ideas from the best writers and designers?
Today, companies like Yandiki and UpWork are connecting freelance talent with companies and agencies looking for leaner, more transparent ways of carrying out remote contractual work. They promise on-demand creative with almost all communication taking place exclusively through an online interface. Many of these companies put the project out in a contest format and clients only pay if they select their final design.
It’s hard to believe that the brightest and most creative talent will work for free in the cloud. The talent pool is much more likely filled with design enthusiasts or aspiring graphic design students. Hiring a freelancer without interviewing them in person is like getting into a relationship with someone based on their Tinder profile. Are they really who they say they are? Do they truly have the skills to get the job done? Are you feeling lucky today?
Our take: While outsourcing might be the way of future, nothing will replace the value of real, critical thinking and personal relationships. The creative process is both collaborative and iterative. Relationships and dialog make the work stronger and more effective. It can’t simply be ordered like items on Etsy or eBay – especially when it comes to conceptual and strategic work.
AVOID THE TECHNOLOGY TRAP
The rate of innovation is outpacing the rate of consolidation when it comes to new technology solutions. One pass through the exhibition floor at Ad-Tech and you’d find more than 75 new technology solution providers that could solve all of your problems. As new platforms come to market to help us track customer journeys and deliver personalized, targeted messages like never before, we’re becoming more and more inundated with new platforms and interfaces.
The problem? While all of these technology solutions are designed to make it easier for us to enhance the customer experience across applications and devices, they still require human interaction. And it’s becoming increasingly more difficult to integrate and manage the mob of platforms we have at our fingertips.
Sure, it’s easy to get excited by the power of the latest technology in the marketplace, but here’s a piece of advice when it comes to integrating new technology into your suite of technology. Be pragmatic. Start at the place of business, not at the place of innovation. First ask yourself, what business problem are you trying to solve? Then ask yourself, what technology can help you get where you want to go?
Solutions should only be used to supplement your strategies — not become your strategy.